Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador

Frontiers in Psychology

article

Francisco González Santa Cruz¹  Nelly Moreira Mero²  María Iliana Loor Alcívar²  Amalia Hidalgo Fernández¹ 

[1] Faculty of Law and Business Administration, University of Córdoba;Faculty of Accounting and Auditing, University Eloy Alfaro of Manabí

关键词: internal marketing dimensions;    co-creation of value;    measuring scale;    co-operatives;    Ecuador;   

DOI  :  10.3389/fpsyg.2020.580673

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends to analyze the dimensions of internal marketing, through the validation of a measuring instrument that has been adapted to this sector of the social economy, in a developing country. The methodology is based on the completion of field work, where a structured questionnaire for a representative sample of 2,499 employees and officers of the operatives of Ecuador was applied. The suitability of the scale was determined through the means of a model of Ecuadoran structural equations. The results show that internal marketing is a multi-dimensional construct and it can be measured in six dimensions: Identify Value Exchange (IVE), Internal Market Segmentation (IMS), Internal Communication (IC), Management Concern (MC), Training (TR), and Work/Family Balance (WFB).

【 授权许可】

CC BY